News Article

Gazelle Targets US E-Bike Market

SANTA CRUZ, USA – The opening of its own office in California is the first step to grow the turnover of the Pon Bike owned Gazelle in the US. “We are already cooperating with sixty IBDs in the US,” says Gazelle spokesman Ferdi Ertekin.

“We want to create a new position in the market of people enjoying the ride an e-bike with a less sportive image,” explains Ferdi Ertekin of Gazelle. – Photo Bike Europe

“We selected Santa Cruz to open our office as the infrastructure is well prepared for cycling here and while people in this area are well aware of the bicycle’s contribution to environmental sustainability. We will focus on e-bikes in order to change the cycling habit of the Californians.”

No lycra

“The sports image of cycling with people in lycra is very strong. But cycling is more than that. We want to create a new position in the market of people enjoying the ride an e-bike with a less sportive image,” explains Ertekin the company’s market strategy.

“We will focus on marketing and ‘experience’. With our demo truck we will attend farmers’ markets and events that focus on healthy life style. We will put forward our Tour Popular, our Granny bike which is seen as our Dutch heritage, and e-bikes. It is the electric bike that can bring the Americans back on their bikes. Today it is still common habit to take the car for every trip while the bicycle could be a fine alternative. With our e-bikes we can grow the awareness that cycling could replace a car for short distance trips,” says Ferdi Ertekin of Gazelle.